FloGrappling has made one of its biggest moves yet toward pushing Brazilian Jiu-Jitsu further into the mainstream by securing a distribution deal with Amazon Prime. While the agreement covers the entire FloSports network rather than FloGrappling alone, BJJ is arguably one of the sports best positioned to benefit from the increased exposure. Participation and viewership have grown steadily for years, but the sport’s momentum has accelerated dramatically in recent times. ADCC has broken through into wider public awareness, and the launch of CJI only added more fuel to that surge.
At the same time, the number of high-profile celebrities training and competing in Brazilian Jiu-Jitsu has continued to climb. That kind of visibility regularly puts the sport in front of mainstream audiences through major news outlets and entertainment media. One of the most striking examples came when King Charles III visited the Roger Gracie Academy, a moment that would have seemed almost unimaginable just a few years ago and one that highlights how far the sport has come. Celebrity involvement is nothing new, but what was once limited to a small handful of famous practitioners has evolved into a much broader trend, with actors, musicians, athletes, and other public figures now regularly attending classes, booking private lessons, and even stepping onto the competition mats.
The Amazon Prime partnership is a significant win for Brazilian Jiu-Jitsu, but it’s an equally important strategic move for FloSports. Already established as the leading destination for Jiu-Jitsu coverage, the company will now be exposed to millions of Amazon Prime users who may never have encountered its platform before. It also continues a string of smart business decisions, following FloSports’ recent partnership with ONE Championship. Taken together, these deals further cement FloSports’ position at the forefront of Jiu-Jitsu broadcasting and give UFC Fight Pass an even tougher competitor in the battle for the sport’s audience.
A freelance journalist with more than seven years of experience covering a wide range of topics, with a focus on delivering accurate, engaging, and well-researched reporting. He studied at the University of Birmingham, where he developed a strong foundation in journalism and communications. Martin is a 10th Planet BJJ brown belt and has been training for approximately 10 years and a keen follower of submission grappling.
